Why is the Springfield market no longer in the radio ratings? Will they be rated again any time soon?
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SPRINGFIELD RADIO RATINGS
- Thread starter radiotower40
- Start date
joebob said:
Which was a very good decision. I wish more & more markets across the country would be as wise. Advertisers should base decisions on results, not ratings.
By the way, are you the Joe Bob who lived in Carterville and worked at WJPF?
Just a month or so ago it was announced that Eastland would begin surveying the market starting now.
I'm not familiar with Eastland do they compete with Arbitron or are they a local company? I think it would be great for Arbitron to
have some competition, I agree their prices are outrageous.
have some competition, I agree their prices are outrageous.
Eastland is a growing rival to Arbitron who mostly deals with smaller markets. Their rates are a lot more reasonable, and from what I understand, their survey methods are better than Arbitron for smaller markets.
Thanks Countrykev, I hope you can let us know what the numbers are when they come out.
MightyFrenchman said:
Yeah, it seemed like a good decision until two things happened.
One, regional & national business disappeared... because Springfield was no longer a "market."
Two, local advertisers started buying whoever was cheapest--because radio had turned itself into a "commodity" like beans or corn. If there's no difference between one station and another, then price becomes the only criteria.
Or they buy from the cutest AE.
BTW, it's Eastlan, not Eastland. They've got a dozen or so markets compared to Arbitron's 300 or so. I checked into using them for one of our markets a couple years ago but their proposal was only a few bucks less than I'm paying Arbitron. Biggest problem, though, is that agency buyers have never heard of them, so there's no credibility. No cedibility = no value.
Eastlan is rapidly expanding. They currently rate about 6 "markets" in Indiana. (Ft. Wayne, South Bend, Lafayette, Vincennes, and I think one or two more)
Which was a very good decision. I wish more & more markets across the country would be as wise. Advertisers should base decisions on results, not ratings. By the way, are you the Joe Bob who lived in Carterville and worked at WJPF?
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Nope. Never been nor do I know where Carterville is.
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Nope. Never been nor do I know where Carterville is.
PTBoardOp94 said:
The latest edition of the R&R Directory lists 29 markets including Lafayette, Vincennes & Quincy-Hannibal. So if you know anybody in those markets, maybe you could get a review. But the Eastlan site did confirm that they're doing a Fall 2007 report for Springfield, due out in January. Their website lists 80 markets, but that includes surveys from 2004-2005 that apparently weren't continued. Check it out at eastlanratings.com.
As I mentioned, the quote I got from Eastlan wasn't terribly attractive--about 10 percent less than Arbitron. Maybe they've adjusted pricing since then to make it more enticing. Trouble is, if the agencies don't accept the legitimacy of the research, then it's worth nothing.
But the real risk is that as the years go by without being an "Arbitron Market," agency buyers in Chicago & Atlanta & Dallas & New York will just forget that Springfield exists. From NYC, it's easy for an ad buyer who has never been west of the Hudson to figure that there's nothing between St. Louis & Peoria but flat land and corn...
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